Amazon is more competitive than ever, with hundreds of thousands of brands competing for attention. To succeed, sellers, agencies, and brand owners need data-driven Amazon brand and competitor research, not gut instinct.
SmartScout’s brand-focused approach aggregates brand-level data across Amazon, including revenue, products, categories, and keywords, to reveal insights on your brand and rivals.
With concrete data on over half a million brands, you can make informed decisions and stay ahead.
Why Data-Driven Amazon Brand Research Matters
Staying competitive on Amazon requires looking beyond individual products to understand the broader brand landscape. Each brand on Amazon has a unique strategy and footprint – some treat Amazon as just one sales channel, while others derive nearly 100% of their revenue from Amazon. Simply tracking a few ASINs isn’t enough. You need to know which brands dominate your category, how they achieve their sales, and where opportunities exist to outperform them. Data-driven brand research provides several key advantages:
- Holistic Market View: Instead of being limited to product-by-product analysis, brand-level research reveals market share and trends across entire categories. You can identify the top brands in any niche and gauge how the market is segmented among them.
- Competitive Benchmarking: By examining competitor brands’ revenue, growth, and distribution models, you gain context for your own performance. This helps answer questions like: Are competitors selling through Amazon 1P or third parties? Which brands are surging in my category, and why?
- Strategic Decision-Making: With hard data on brands, you can formulate strategies backed by evidence. For example, if data shows a rival brand’s sales are growing due to a surge in certain keywords or a new product line, you can respond proactively. Conversely, spotting a struggling brand could signal an opportunity to capture their market share or even acquire their business.
In short, brand and competitor research driven by data enables sellers and service providers to move beyond reactive tactics and develop an informed, forward-looking strategy.
Now, let’s explore how SmartScout makes this possible.
SmartScout’s Comprehensive Brand Database
SmartScout was designed from the ground up for brand-level market intelligence, setting it apart from traditional Amazon seller tools. Unlike older platforms like Jungle Scout or Helium 10 that started with product-focused research, SmartScout “specializes in brand-level data, competitor analysis, and distribution insights.”
It essentially maps the entire Amazon brand ecosystem so you can analyze any brand in detail.
Unmatched Coverage: SmartScout’s database spans virtually every identifiable brand on Amazon’s marketplaces, over 1.5 million globally. If a brand sells on Amazon, you can find it in SmartScout. No competitor is off your radar, from household names to niche private labels, with comprehensive data at your fingertips.(For context, earlier analyses counted roughly 472,000 brands on Amazon’s U.S. site alone, so SmartScout’s coverage is truly comprehensive.)
Bird’s-Eye View vs. Narrow Product View: SmartScout goes beyond product or keyword lookups with a top-down market research workflow. Start at a category or subcategory, see all brands in that segment, then drill into each brand’s products. This mirrors real competitive analysis, letting you survey the landscape, spot leaders, and identify trends and gaps that product-level searches can miss.
Integrated Data Points: SmartScout links categories, brands, sellers, products, keywords, and ads into one connected ecosystem. When you research a brand, you get a rich profile that ties its entire Amazon presence together. From one interface, jump from brand reports to product list, to sellers carrying each item, and to the keywords those products rank for.
Key Metrics and Data SmartScout Provides for Every Brand
What kind of data can you actually get about an Amazon brand in SmartScout?
The answer: pretty much everything that matters for evaluating a brand’s performance and strategy.
Each brand’s profile in SmartScout includes a wealth of metrics and attributes, with filterable columns so you can search or sort brands by these criteria.
Here are some of the key data points SmartScout tracks for every brand:
- Estimated Monthly Revenue: See how much revenue a brand generates on Amazon per month, based on SmartScout’s algorithms. This gives a direct sense of brand size and success. (SmartScout uses sales rank and other signals for these estimates; they report 80–90% accuracy on most brands and products, and importantly, they show how that revenue breaks down across a brand’s products – so you can validate the estimates by drilling into product-level sales.)
- Number of Products (ASINs): How many active ASINs the brand sells on Amazon. A brand with only a few products might be a boutique private label, whereas one with thousands is likely a major catalog or aggregator. Knowing the scope of a brand’s catalog helps in assessing how broad their reach is.
- Category & Subcategory Rankings: SmartScout organizes brands by Amazon’s category tree, so you can identify the top brands in any given subcategory. You can view a brand’s presence across subcategories (e.g., a kitchen appliance brand might primarily appear in “Kitchen & Dining > Small Appliances”). This is useful to see if a brand is a niche specialist or spans multiple categories.
- 1P vs 3P Sales (Amazon In-Stock Rate): SmartScout uniquely indicates whether the brand sells directly 1P (first-party) to Amazon or via 3P sellers. The “Amazon In Stock Rate” metric shows what percentage of the brand’s products are sold by Amazon itself. A lower percentage means the brand is not wholesaling to Amazon (i.e. mostly third-party sellers), whereas a high percentage suggests the brand has a vendor relationship with Amazon Retail. This is crucial competitive info – for example, if you’re a reseller, you might avoid brands that Amazon supplies (1P), since Amazon tends to win the Buy Box. SmartScout makes those brands easy to filter out.
- Average Number of Sellers: This metric tells you on average how many different sellers compete on the brand’s listings. If a brand averages, say, 1 seller per ASIN, it likely means the brand itself is the sole seller or it tightly controls distribution (common for private labels or exclusive brands). If it averages 5–10 sellers, it’s likely widely wholesaled and could be a good opportunity for arbitrage or wholesale sourcing. Fewer sellers generally means less competition if you’re considering selling that brand’s products yourself.
- Dominant Seller & Seller Coverage: Each brand page shows the dominant seller, the account with the largest share of that brand’s revenue. If Amazon Retail is dominant, the brand likely operates 1P via Vendor Central; if the brand’s own account is dominant, it is a direct to consumer 3P; if a reseller is dominant, the brand may not sell directly and there may be distribution gaps. SmartScout’s Seller Coverage view lists all sellers and their revenue share, exposing distribution dynamics and opportunities.
- Historical Revenue Trends: Using the Scope feature, SmartScout provides historical sales data for brands. You can visualize a brand’s revenue over time, spot seasonality, or see the impact of big product launches or stockouts. If you notice a competitor brand’s revenue jumped 50% in the last quarter, you might investigate what new products or marketing campaigns drove that. Conversely, a declining trend could signal an opening for your brand. Historical data transforms a static snapshot into a timeline of performance.
- Advertising and Search Keywords: SmartScout adds brand-level keyword intelligence and advertising data. See a brand’s top search terms, rankings, and the keywords they advertise on with Ad Spy, including estimated ad spend. Use Search Terms to find who holds the highest share of voice, reveal competitors’ PPC and SEO focus, and spot keywords to target or gaps to exploit.
- Brand Score / Content Quality: SmartScout rates listing quality with a Brand Score that reflects optimization factors like images, bullet points, and A+ content. A low score signals weak listings and an opportunity to outperform or offer optimization services. A high score shows strong content and a brand that takes Amazon seriously.
SmartScout’s brand profiles go beyond the basics, including fulfillment types and international marketplaces. More importantly, you can filter and sort the entire brand database by these metrics.
For example, find mid-sized Pet Supplies brands at $50k to $200k per month with 0% Amazon in stock and fewer than five sellers to get an instant shortlist. This precise slicing helps you zero in on the exact brands you want.
Finding High-Potential Brands (Agencies & Wholesale Sellers)
One of the most valuable applications of SmartScout’s brand data is finding high-potential brands to work with – whether you’re a wholesale reseller looking for new suppliers, or a marketing agency seeking brands that need your help. Traditionally, uncovering such opportunities was like finding a needle in a haystack.
SmartScout makes it systematic.
For Wholesale & Resellers
SmartScout helps Amazon wholesale, arbitrage, and distributors quickly find wholesale-friendly brands. Filter for Amazon In-Stock Rate = 0% and Average Sellers ≤ 3 to target brands not sold 1P and not saturated with third-party sellers. Use the Brands tool filters to generate a curated list of promising accounts to approach in seconds.
Additionally, you might sort your results by revenue to ensure the brands have meaningful sales (e.g. $50k+ monthly revenue, to focus on quality lines). SmartScout even has a Dominant Seller filter which you can set to exclude brands dominated by a single third-party (maybe to avoid competing with an entrenched seller who has an exclusive).
All these data-driven criteria help wholesalers find that sweet spot: brands with strong demand, but room for new sellers. Many successful wholesale Amazon sellers credit this approach for finding profitable supplier relationships.
For Agencies and Service Providers
If you’re an agency, consultant, or aggregator looking for brand clients, SmartScout is equally invaluable. You want to find brands that have untapped potential or clear pain points you can solve.
Here’s how data can guide you:
- Target brands with solid revenue but low Brand Score. They are ideal for listing optimization since they sell despite weak content and SEO. Use SmartScout filters to surface low scores.
- Find brands doing well via resellers where the brand is not the dominant seller. Pitch taking control of the channel and growing revenue.
- Filter by category and growth potential. Focus on medium brands with recent revenue spikes or strong sales with minimal advertising to amplify reach.
- Use Seller Map to locate nearby sellers and prioritize prospects by region.
SmartScout’s brand-centric data lets resellers and agencies cut through noise and target brands that match exact criteria. It is faster and more accurate than manual research or gut instinct because filters and metrics focus efforts on profitable, high-potential targets.
Competitive Intelligence: Analyzing Your Competitors at the Brand Level
Understanding your own brand’s position on Amazon is just as important as finding external opportunities.
SmartScout shines in helping brands conduct competitor analysis that goes far deeper than looking at a rival’s best-selling ASIN. With SmartScout, you can essentially x-ray any competing brand to see what’s driving their success and how you stack up.
Here are a few ways to leverage SmartScout for competitor research:
- Benchmark Key Performance Indicators: Run Brand Reports for your brand and competitors to compare revenue, revenue by subcategory, product count, and more side by side. Use gaps to spot strengths and expansion opportunities.
- Track Market Share and Category Rank: Use category views and Scope history to see share and ranking trends over time. Drill into rising competitors’ products and keywords to learn what is working.
- Dissect Their Product Portfolio: Open any brand to see all products and each item’s revenue contribution. Find hero SKUs, missing variants, and segments you can target.
- Examine Distribution and Sellers: Check if the brand sells direct or via resellers and identify the dominant seller. Exploit weaknesses like reseller sprawl or price erosion, or prepare for strong DTC control.
- Keyword and Advertising Spycraft: Use Ad Spy and Keyword tools to list a competitor’s top search terms, rankings, and paid targets. Attack missed high volume terms or lean in where competitors are light to gain share.
- Alerts and Ongoing Monitoring: Pull reports regularly to catch new products and revenue shifts early. Treat SmartScout as an early warning system for competitive moves.
Overall, brand-level competitor research is about seeing the forest for the trees. Individual ASIN metrics are still useful, but SmartScout lets you step back and see how all the pieces of a competitor’s Amazon strategy fit together. That comprehensive view can validate hypotheses (e.g., “Competitor X is crushing it on keyword Y and that’s fueling their growth”) and inspire new strategies for your brand (“We need to expand into these sub-niches where competitors have moved”).
Conclusion: Leverage Brand Data to Stay Ahead of the Competition
Brand-level, data-driven research is the key to winning on Amazon. By analyzing brands rather than just products, you see how leaders dominate categories, where emerging brands find whitespace, and which moves will drive growth.
SmartScout gives sellers, agencies, and brand owners the authoritative data to act: true competitors, market size, revenue trends, and keyword intel. Use these insights to make proactive decisions on product mix, advertising, partnerships, and content. With SmartScout, you stay a step ahead in a crowded marketplace.
